DG MediaMind Mobile Benchmarks
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DG MediaMind Mobile Benchmarks ov e r v i e w Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world. The proportion of time spent on mobile versus other devices is rising fast. These trends — along with the unique opportunities offered by location-based technologies — have made mobile marketing a crucial priority for advertisers and a vital part of the marketing mix. As a result, marketers are looking for deeper understanding of what works in mobile — what features, formats and strategies get the best results with the mobile consumer. MediaMind recently analyzed more than two billion impressions across more than one thousand mobile campaigns delivered in 2013 in order to quantify the relative performance of mobile ads. In particular, this benchmark study focuses on the performance of mobile formats and features within key verticals, with the goal of providing insight into the most effective mobile advertising strategies for brand advertisers.
2
F i n d i n g s
Expandables Enlarge Results WINNER
Overall, clickthrough rate (CTR) performance for
mobile expandable banners1 easily outperformed
Clickthrough Snapshot
polite banners — 0.63% to 0.28%. Within expandable
banners, the verticals that did the best job generating
user expansions include entertainment (9.0%),
electronics (8.9%) and automotive (5.5%).
Both expandable banner and polite banner formats Entertainment electronics
beat out mobile standard banner performance — 9.0% 8.9%
which earned a 0.09% CTR. Much like the desktop
environment, standard banner underperformance on
smartphones and tablets is driven by their creative 0.63% 0.28% auto
limitations. Because standard banners do not Expandable Polite 5.5%
support interactions or banner expansion — they Banner Banner
offer minimal opportunity for brands to engage with Source: DG MediaMind Research, Q1-Q3 2013
their target audiences.
Retail and Electronics Drive Clicks
Retail and electronics led the way with the highest mobile CTR among verticals at 0.52% and 0.41%, respectively.
Other strong CTR performers include entertainment (0.40%) and financial (0.34%). Both verticals consistently used
compelling call-to-actions to drive users to mobile optimized landing pages. A growing number of campaigns
across all verticals utilized dynamic creative to provide localized, relevant messaging to consumers.
Clickthrough Rate by Verticals
Auto 0.22%
CPG 0.31%
Electronics 0.41%
Entertainment 0.40%
Financial 0.34%
Retail 0.52%
Telecom 0.06%
Travel 0.13%
TOTAL 0.38%
0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6%
Source: DG MediaMind Research, Q1-Q3 2013
1 A ll Mobile Rising Star Ad Units served by MediaMind including Filmstrip, Pull, Slider, and Adhesion Banner are categorized under expandable banner. Campaigns that include these
formats did not provide sufficient sample sizes to provide robust data benchmarks.3
Automotive and CPG Rack Up Engagement
The interaction rate (ITR) metric provides excellent insight on the brand impact of a rich media unit.
Because an expansion counts as an interaction, expandable banners earned much higher ITRs than their polite
banner counterparts — 59.5% compared to 1.98% for polites. In addition, the extended creative canvas that
expandable banners provide bolstered interaction rates across all verticals compared to polite banners.
Long mobile load times — often the result of weak carrier connection speeds — have also encouraged many brands
to build multi-panel expandable banner ad experiences. These units, often resembling microsites, enable a wide
array of engagement points and remove the need for a user to visit a mobile landing page in order to have extended
brand exposure or even drive a conversion event.
Across verticals, automotive and CPG outperformed the pack at 20.7% and 11.7%, respectively.
Electronics (7.9%) and entertainment (5.0%) also generated impressive levels of consumer engagement
with their mobile campaigns.
How Verticals Used Mobile to Engage Consumers
Automotive advertisers were able to drive high engagement using features that enable sustained
awareness, consideration and conversion. Image and video galleries were often used to keep a featured
vehicle model or promotion top-of-mind while tap-to-call and mapping functionality were frequently deployed
to drive conversions.
Interaction Rate by Vertical TOTAL
(Weighted Average)
1.30%
Auto 20.7%
27.7%
3.08%
CPG 11.7%
17.9%
3.49%
Electronics 7.9%
14.2%
0.99%
Entertainment 5.0%
12.2%
2.29%
Financial 1.9%
1.1%
0.93%
Retail 1.8%
2.5%
0.41%
Telecom 0.6%
3.3%
Travel 0.61%
1.4%
1.7%
0% 5% 10% 15% 20% 25% 30%
HTML5 Polite Banner: 1.87%
TOTAL HTML5 Expandable Banner: 10.7%
Total (weighted average): 5.0% Source: DG MediaMind Research, Q1-Q3 20134
CPG brand campaign objectives were regularly aimed at awareness and
consideration. Image galleries, video players and social sharing functionality
propelled meaningful engagement rates and time spent withinin ad units. Popul ar Rich
M e d i a f e at u r e s
Coupon download functionality was also frequently used across the
vertical. CPG advertisers most consistently combined multiple rich media
features within a single unit — which translated into a higher interaction rate
compared to most other analyzed verticals. Auto, CPG,
Electronics,
Electronics advertisers employed mobile to drive both awareness of image gallery Telecom
new products and push traffic to brick-and-mortar locations for offline
purchase conversion. In addition to galleries that highlight new launches Electronics,
and product features — mapping functionality was regularly deployed to Entertainment,
spur in-store visits. Electronic brands often used device accelerometer location Retail, Telecom
functionality allowing user gestures to trigger actions within games,
360-degree product showcases and other engaging features. Entertainment,
Financial, Retail,
Promoting sustained in-market presence was the primary campaign download Travel
objective for entertainment advertisers. Videos and social sharing app
were successfully used to increase brand awareness. A secondary goal
for entertainment vertical brand was promotion of a product launch or
release. Mapping functionality and app download were commonly used Auto, CPG,
Telecom
actions to drive these objectives. video
The most important performance indicator for retail advertisers was
to drive in-store traffic. Location/mapping, weather and download CPG,
app were the features most often leveraged across the vertical to Entertainment
social sharing
propel consumers to brick-and-mortar locations. App download and
clickthrough actions to mobile optimized sites were the preferred
tactics used by retail advertisers to increase site traffic. Dynamic
Electronics
creative was consistently deployed across retail campaigns to provide
device
customized messaging to specific audience segments. orientation
Increasing brand affinity and branded application usage was the
principle campaign objectives observed for financial advertisers. App CPG
download functionality was commonly used to drive acquisition of
coupon
banking application users. Among other tactics, rich media animation
was commonly deployed to create impactful messaging to raise a
consumer’s brand awareness.
Auto
Driving traffic to mobile websites and branded applications — tap-to-call
predominantly for trip searches — was the primary campaign objective
observed in the travel vertical. App download functionality and mobile
site clickthroughs were successfully used to drive increased trip search Financial
volumes through acquisition of app users and compelling clickthrough animation
call-to-actions (CTAs). Dynamic creative was often used to deliver
targeted, relevant messaging to localized audiences.
The most commonly observed objective for telecom advertisers Retail
was sustained in-market awareness for new model releases and lead weather
generation for remarketing efforts. Image and video galleries were
regularly deployed for product showcases. Forms were regularly featured
for list building and to support remarketing objectives. Location/mapping Telecom
was the preferred tactic to drive in-store traffic; a secondary objective form
observed across the vertical.5
Mobile Video Captures Consumer Attention
Among mobile rich media formats that include online video, polite rich
media banners had a higher video start rate than their expandable
Verticals
counterparts. Fully 3.33% of videos in polite banners were engaged, with the
compared to 1.51% for expandable banners. highest
video
Because the video player is immediately viewable to users in polite rich start
media banners, these ad formats also experienced higher video start rate
9.16%
rates than expandable banners, which require a user to engage with au t o
the ad unit first before the player appears in the ad.
5.43%
Across all verticals, 47.2% of users that initiated a video completed 3.29%
CPG
watching. Automotive (79.8%), CPG (65.7%) and telecom (54.4%)
T elec o m
did very well engaging viewers for the duration of their branded
video content.
Source: DG MediaMind Research, Q1-Q3 2013
Across verticals, mobile video completion rate averaged 47.2%.
auto CPG Electronics Entertainment
79.8% 65.7% 22.7% 36.7%
Tota l
Financial
43.7%
R e ta i l
35.5%
telecom
54.4%
T r av e l
33.5%
47.2%
Source: DG MediaMind Research, Q1-Q3 2013
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